Nathan Wright, founder of social media consulting company Lava Row Inc., announced today that he has taken a job at Hy-Vee Inc. in a newly-created digital marketing and innovation position.

Wright ran Lava Row for six years, and will now spend the next two weeks “winding down the company,” he wrote in his personal blog. He said that Hy-Vee, which was a Lava Row client, offered him an opportunity he couldn't pass up.

“Building, sustaining and growing Lava Row has been the most rewarding challenge of my life,” Wright wrote.